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paying more attention when the slogan 'finger-lickin' good' was mistranslated in
China as 'eat your fingers off. Not the most appetizing image.
C For instance, if an American company had consulted linguists before launching
their 'Jolly Green Giant' vegetables in the Arab world, their advertising campaign
may have been more successful, as they would have discovered that it translates
as 'Intimidating Green Ogre*'.
D For many people the sight of a TV commercial is a prompt to visit the kitchen
or hit the remote control. The length of a traditional 60-second TV advertisement
has been halved a couple of times to keep up with our shortening attention spans
and because they cost less.
E But get it right and the products could become household names, such as the
top three brands in the world: Marlboro, Coca-Cola and Budweiser.
F With this in mind, it's not difficult to imagine why 'Oopsie Boo-Boo' baby food,
with a picture of a smiling baby on the label, was received on that continent "with
some suspicion.
LISTENING
10 Listen to the creative team of an advertising agency discussing the
products and the music they have chosen for each commercial. Match each
of the products with the type of music chosen.
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